Maybe you came here because you build software. Maybe you design products, study human behaviour, experiment with AI, grow a business, or simply find yourself asking a question we ask all the time:
Why does this work the way it does?
That question is where Thinking in System begins.
We are Amit and Adi — a father and son who often look at the same problem from very different directions.
I’m Amit. I tend to begin with people.
I’m curious about why you make one decision instead of another. Why one interface feels effortless while another makes you stop and think. Why some products earn your trust and others quietly lose it. My world sits somewhere between UX, product strategy, growth, psychology, research, and systems thinking.
When I look at a product, I rarely see just a screen.
I see the person using it. The business behind it. The incentives shaping it. The technology enabling it. The decisions that created it. And the consequences nobody anticipated.
Adi usually enters the same conversation from another door.
I’m Adi. I tend to begin with the system underneath.
Software architecture, AI, infrastructure, distributed systems, databases, security, engineering trade-offs — I’m interested in what happens after an idea has to survive contact with reality.
You can design a beautiful experience, but somewhere behind that experience there are APIs talking to services, workers processing jobs, databases storing state, models making predictions, networks failing, and engineers deciding which compromises are acceptable.
That hidden machinery fascinates me.
And somewhere between the two of us, the conversations become interesting.
A discussion about an AI feature becomes a conversation about human trust.
A database decision becomes a conversation about product scale.
A UX problem becomes a conversation about architecture.
A growth experiment becomes a conversation about psychology.
And a technical failure sometimes turns out not to be a technical problem at all.
That is why we called this place Thinking in System.
We don’t believe software engineering, AI, UX, product, growth, psychology, and strategy live in separate boxes. In the real world, they constantly influence one another.
You experience the whole system, even when organisations build it in pieces.
So this blog is where we follow those connections.
You’ll find things we are learning, building, questioning, testing, and occasionally getting wrong. Sometimes one of us will write from an engineering perspective. Sometimes from design or product. Sometimes we’ll meet somewhere in the middle and discover that the problem is larger than either discipline.
We’re not interested in pretending that every article contains the answer.
We would rather show you how we arrived at a question.
What did we observe?
What assumption did we make?
What evidence changed our mind?
What happens when you look one layer deeper?
And what changes when you stop examining the individual parts and start looking at the relationships between them?
If you are someone who likes crossing boundaries — between technology and people, engineering and design, business and behaviour, analysis and curiosity — you’ll probably feel at home here.
Because ultimately, this blog isn’t only about the systems we build.
It’s about helping you see the systems already surrounding you.
Welcome to Thinking in System.
— Amit & Adi